How to Improve Customer Relationships Through Data

Adam Paker is the newly appointed CEO at Swimming Nature, the largest provider of premium swimming tuition in the UK. Adam is the former chief executive of the Commonwealth Games England and Swim England, formally known as the ASA. Using an insight-led approach and data-driven methods, Adam is helping to drive growth across the business, creating an international pool network.

We spoke to Adam about:

What customer information is most worthwhile to track

How to use this data to enhance the customer experience, and

The benefits of effectively using this data for operators

What is the most worthwhile customer information to track?

We like to find out as much as we can on our customers. Demographic information is a good start. Things like what customers spend money on or how far they travel to get to a pool are also useful data points. In our sector specifically, it could be things like the changing room experience or pool temperature. Attitudinal data on how a customer thinks is vital. That’s really at the heart of it. This allows us to understand what they value and what’s important to them.

What is the best way to collect this data?

The booking process is a key time to collect data. We also send post-lesson surveys to collect more qualitative data. At Swimming Nature, we want to partner closely with the operators we work with because they may have tracking systems in place that can be beneficial to us. They can track how many consumers come through the door, what their behaviour is once they arrive, and ultimately, what their journey is. For example, do they just come for their lesson and leave, or do they stay longer and spend time in the café? This is critical data for us to understand and analyse.

How do people feel about operators collecting this type of data?

Data collection can be a sensitive topic. To ensure it works, the relationship needs to be based on trust. We use all our customer data responsibly and use it to benefit the customer. Therefore, people are happy to share with us.

Time is also a factor to consider. You need to make it easy for people to provide their data. Often, it is parents bringing children for their lesson and even though they might be happy to tell you about themselves, they don’t always have time. Make the data collection process as easy and seamless as you can.

How can technology play a role in data collection?

There is huge potential for technology to help track and analyse data from the customer. I’m extremely interested in helping to further the science and capability of technology in our industry. Things like facial recognition and wearables to measure performance in the pool could revolutionalise our business. Ultimately, it’s about understanding the customer journey, what services they’re using and where they’re spending their time. Technology can play a pivotal role in that process.

How do you use this data to enhance the customer experience?

If you use this data right, it will tell you about things that really matter to the customer. In turn, this can help inform an operation’s investment decisions. For example, if customers continue to poorly rate the changing facilities, a refurbishment may be justified. It’s about making the right investment choices based on what the customer data is telling you.

What are the benefits to operators?

All operators are facing financial constraints. Everyone is looking for solutions in a very competitive market. If we use our data right, we’ll produce happier customers who will ultimately spend more money with us. It is good for customers, good for business, and good for the ongoing prosperity of operators.